A Research On The Brand Strategy Of Jilin Hua Qiao Foreign Languages Institute

Due to the conflicts between the relative finites of social resources and the infinities of human demands, Competition becomes an important mechanism of modern society, penetrating all sides of social life. In the spring tide of market economy, competition always exists, and becomes comprehensive and drastic.With the establishment and gradual improvement of China's socialist market economy, especially after joining the WTO, China's educational market and the educational environment have undergone major changes, the development of China's education is not only an opportunity but also a challenge. The new economic system requests new method and management in educational organizations. The object of the higher education is popularized. Its operation is industrialized. These make educational organizations have to face the completion. All the colleges and universities must be market-oriented, in order to survive and develop in the competition.Undoubtedly, as an important part of China's Higher Education, private-owned colleges have to be involved in the competition to enhance their own strength, and achieve progress in a long run. In the past 20 years, private-owned colleges have achieved rapid progress, and has made a tremendous contribution for the development of higher education in China. However, they are facing and have to deal with certain problems in the process of development: how to overcome their own shortcomings, how to take advantage of autonomy and flexibility of school system and the operational mechanisms, in order to obtain the initiative in competition, and fight for a place in the education market. The Implementation of brand strategy, highlighting their own characteristics and advantages, building their own brand is a sound strategy for the development of private-owned colleges, private-owned colleges should focus on building the hardware and software, strengthening their intentional construction, building their core competitiveness by quality, characteristics, brand, enhancing overall strength, to lay a solid foundation for the sustainable development for private-owned colleges.Brand establishment of private-owned colleges is an effective way to achieve maximal operating efficiency. On the basis of understanding the meanings and significance, private-owned colleges should mobilize the enthusiasm of the teachers and the students, foster the sense of quality and brand awareness, full analysis of the internal and external environment, know the community's needs and their own advantages, to determine location and direction of the development of private-owned colleges. Private-owned colleges can establish their own brand by l characteristics, strengthen brand by quality, add brand value by the campus culture, and appropriate publicity and promotion of the image, to establish a good image of private-owned colleges and improve the visibility of private-owned colleges and social recognition, to play their functions better, to meet the needs of the community, and to realize their own sustainable development. To keep a solid position and steady promotion, carrying out the brand marketing strategies is the inexorable trend and fundamental guarantee of its development.As one of the contemporary private-owned colleges, Jinlin HuaQiao Foreign Languages Institute was founded in 1995. In 2003, it was accredited to issue bachelor's degrees by the State Ministry of Education. In 2004, Jinlin HuaQiao Foreign Languages Institute was awarded by the government as one of the top 20 private schools in the country. In 2007, Jinlin HuaQiao Foreign Languages Institute was awarded as one of the key universities in Jinlin province. Although inlin HuaQiao Foreign Languages Institute has developed very rapidly and steadily, there still exist some problems in this school, such as lacking brand consciousness. There are such problems as enrolling new students, and lack of students, teachers and funds, which make Jinlin HuaQiao Foreign Languages Institute confront tougher challenges and more fierce competition.Using Brand Theory in marketing management, combining Higher Education Management Theory, setting Jilin HuaQiao Foreign Languages Institute as an example, this paper explores and researches its brand building. It mainly uses SWOT analysis to understand the present condition of brand establishment of Jilin HuaQiao Foreign Languages Institute, and promote strategies for establishing brand of Jilin HuaQiao Foreign Languages Institute, and put forward valuable reference for the development of Jilin HuaQiao Foreign Languages Institute.The paper is divided into five parts:The first part is the introduction. It briefly introduces the background of this research, the aim and importance of the study, the content and structure of the paper. ,"Survival of the fittest"is the everlasting rule. Higher education which becomes an important domain of human activities, must face and serve the society. Thus cause competition is inevitable in higher education area. To win in the competition, it's very necessary to put band strategies in practice.The second part mainly illustrates the concept, characteristics and function of brand; the definition and features of brand of institutions of higher learning; the analysis of the importance of brand strategies in the development of institutions of higher learning.There are quite a lot of concept of brand. The experts in China and Western Countries give different definitions to brand. Different definitions reflect various understanding of brand, and embody the change and development of the understanding of brand in different ages. Philip Kotler, a well-known scholar of marketing, says,"A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller and to differentiate them from those of competitors."Brand has recognition function which make the consumers easy to select the valuable goods among all kinds of commodities. Brand could protect the rights and benefits of the enterprise and consumers. Brand has promotion function. Brand is the banner and passport of an enterprise to access to the market. Brand has increment functions. Brand contributes to the mold of corporate image. Referring to the definition of brand, brand of institutions of higher learning can be defined as the summation of the public's cognition of the institutions of higher learning. brand of institutions of higher learning has the quality of value, culture, history, synthesis and sociality. Therefore, brand strategies make for the improvement of talents-cultivating, social influence, information transmission and strengthening the cohesion of the institutions of higher learning.The third part is an analysis of the status quo and the existing problems of Jilin HuaQiao Foreign Languages Institute. Using SWOT analysis, the paper explores the strength and weakness, opportunities and threats that Jilin HuaQiao Foreign Languages Institute if facing through the analysis of its internal and external factors and the existing issues in its brand marketing. Then the paper illustrates the necessity of brand strategies.The forth part elaborates the design of brand strategies on the basis of the relative theories of brand positioning, brand cultivation, brand spreading and brand maintenance.First of all, through the study of target market segmentation, the accurate position of Jilin HuaQiao Foreign Languages Institute is established. The brand positioning will help the school strengthen its social influence and be recognized by the public. In the next place, how to cultivate brand is the key task for the managers of Jilin HuaQiao Foreign Languages Institute. So the paper expounds the brand cultivation strategies from different dimensions including CIS strategy, brand characteristic strategy, best quality strategy. Besides, brand marketing cannot do without effective propaganda and spread. The measures of brand spreading includes media hype, public relations, interpersonal communication and so on. Finally, brand value needs promotion and maintenance. As for Jilin HuaQiao Foreign Languages Institute, it should forge China's top brand with relentless internal work and keep high-qualified brand image. Guided by market, it has to meet the needs of its customers , preserve its independence , and enhance consciousness of law, maintaining brand with law. The fifth part puts forward to some suggestions to carry out the brand strategies in order to puts the in practice successfully.